Google Ads is deprecating the call-only ad format. Google Ads API users currently creating or managing call-only ads will need to transition to using Responsive Search Ads (RSAs) with call assets. This change will help advertisers achieve better campaign performance and leverage the latest ad innovations.
What’s Changing?
The call-only ad type, based on the legacy Expanded Text Ad (ETA) framework, is being phased out. Moving forward, phone call lead generation will be fully supported through Responsive Search Ads (RSAs) combined with call assets. RSAs offer greater flexibility and performance by utilizing machine learning to optimize ad creatives.
Why This Change?
- Improved Performance: Advertisers generally see better results and lower costs per call lead with RSAs and call assets compared to the static nature of call-only ads.
- Modern Infrastructure: RSAs benefit from ongoing improvements in AI and machine learning. The underlying ETA framework for call-only ads is deprecated.
- Consistency: This move aligns call-based advertising with the standard for all other Search ad formats, simplifying campaign management.
Impact on Google Ads API Users
If your application uses the Google Ads API to create or manage call-only ads, you will be affected.
- New Call-Only Ad Creation: Starting January 2026, coinciding with the v23 API release, you will no longer be able to create new call-only ads or duplicate existing ones through the API. The call-only ad type will be removed from the latest API version.
- Existing Call-Only Ads: Your existing call-only ads will continue to serve and be manageable via the API until February 2027.
- API Support Sunset: Support for call-only ads will be progressively removed from all active API versions, with full cessation by February 2027.
Key Dates for API Users:
- January 2026:
- Creation of new call-only ads (including duplication) is blocked in all Google Ads API versions and all other interfaces (Google Ads UI, Google Ads Editor, SA360).
- Until February 2027:
- Existing call-only ads continue to serve.
- API users can still update existing call-only ads. We strongly recommend using this time to migrate.
- As of February 2027:
- All call-only ads will stop serving.
- Full support for call-only ads is removed from all active Google Ads API versions.
What You Need to Do:
- Update API Integrations: Modify your API client libraries and applications to stop creating call-only ad types.
- Migrate to RSAs with Call Assets: Transition your ad creation and management workflows to use Responsive Search Ads. Ensure you attach call assets to these RSAs to continue driving phone call leads.
- To create an RSA, you'll provide multiple headlines and descriptions.
- Phone numbers are added as
assetslinked at the customer, campaign, or ad group level.
Benefits of Migrating Early:
- Take advantage of the better performance of RSAs.
- Ensure a smooth transition without service interruption.
- Maintain full control over your ad copy and settings.
We recommend updating your API integrations and migrating your call-only ad strategies well before the deadlines. Please refer to the Google Ads API developer documentation for the latest guidance on working with Responsive Search Ads and call assets.
If you have any questions or want to discuss this post, please reach out to us on our “Google Advertising and Measurement Community” Discord server.